Coca-Cola Marketing Project

Executive Summary

This project is about the Coca-Cola Company and one of the Coca-Cola Company’s products according to the marketing project. In this project I have studies the different type of marketing techniques that used by the company for identify the need, wants and demand of the product which supplies to the people and how company developing the customer oriented marketing strategies. I also study, how Coca-Cola Company have done segmentation, target marketing and positioning of their product.

I also study the strategies of social responsibilities by the company and how company promotes the product with in the targeted customers and common people by promoting the interest of their potential customers.

Introduction of the Company

History

Coco cola is one of the largest manufacturers, distributors and marketers of nonalcoholic beverages the coca-cola was invented Dr JOHN S. Pamberton in 1886.In now’s days Coca cola is most famous carbonated soft drink sold in markets and restaurants in over two hundred countries. It is the world’s most and recognizable sold commercial brand. In Pakistan coca-cola worked last 64 years. Coco cola is one of the largest manufacturers, distributors and marketers of nonalcoholic beverages. It is available in 312 countries including Pakistan. It came into Pakistan 1950’s and starts its operation. In 1996, the coca cola itself took over business operations in Pakistan & setup its 1 production plant in Karachi. Now there are 6 production units and11 distribution units working in Pakistan providing employment to more than 6000 people. The coca-cola company sponsors the basant festival in Lahore this festival attract the visitor all over the world.

Organizatio...

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... had spent millions in order to create their own brand name. They are sponsoring many events at local and global level. They are sponsor of coke studio and in Olympic Games etc

4. Brand development

Coke cola brand development contains the following choices for extension of its products.

 Line extension

In line extension existing brand name is coke and existing products are coca cola, diet coke and zero coke. These are the variations in existing product like coke

 Brand extension

Brand extension means existing brand with new products and coke had not selected this strategy yet.

 Multi branding

In multi branding new band is laughed in existing product for example coke laughed Sprite, Fanta and 3G sprite

 New brands

New brand means laughing new product category and also new brand and coke had not selected this strategy for brand development.